Yeşil Ürün Tutumunun Yeşil Satın Alma Niyeti, Geri Dönüşüm ve Yalın Tüketim Üzerindeki Etkisi

Öz

Her geçen gün azalan doğal kaynaklar, kötüleşen çevresel koşullar tüketicileri bir noktada bilinçli olmaya teşvik etmeye başlamıştır. Tüketicilerin bu olumsuz şartları düzeltebilmek için elini taşın altına koyabilmesinde en temel faktör şüphesiz ürünlerdir. Bu ürünlerin çevreye olabildiğince en az zararı veren, kaynakları tüketme konusunda daha hassas ve geri dönüşümü olması ürünün “yeşil ürün” olarak değişim göstermesi olarak karşımıza çıkmaktadır. Yeşil ürünlere ilişkin olumlu tutuma sahip olan tüketiciler ise geri dönüşüm konusunda daha duyarlı olmaktadır. Bu amaçla bu çalışmada tüketicilerin yeşil ürün tutumunun yeşil satın alma niyeti, geri dönüşüm ve yalın tüketim davranışları üzerindeki etkisi araştırılmıştır. Bu çalışmada Mayıs 2020- Aralık 2020 tarihleri arasında Ankara ilinde ikamet etmekte olan tüketicilerden anket yöntemi ile veri toplanmıştır. Araştırmaya 572 tüketici katılmıştır. Ölçeklerin analizinde kullanılan yapısal eşitlik modeli analizi neticesinde yeşil ürün tutumunun yeşil satın alma niyeti, geri dönüşüm ve yalın tüketimi pozitif yönde anlamlı olarak etkilediği tespit edilmiştir. Çalışmada incelenen H1, H2 ve H3 hipotezlerinin desteklenmesi ile birlikte gerçekleştirilen diğer çalışmaların analiz sonuçları karşılaştırılmış ve sonuçların paralellik gösterdiği gözlemlenmiştir.

Anahtar Kelimeler

• yeşil ürün tutumu
• yeşil satın alma niyeti
• geri dönüşüm
• yalın tüketim

The Effect of Green Product Attitude on Green Purchase Intention, Recycling and Lean Consumption

Abstract

Decreasing natural resources and deteriorating environmental conditions have started to encourage consumers to be conscious at some point. The most fundamental factor for consumers to take responsibility in order to correct these negative conditions are undoubtedly products. The fact that these products cause the least harm to the environment, are more sensitive about consuming resources and are recyclable is the change in the product as a "green product". Consumers who have a positive attitude towards green products are more sensitive to recycling. For this purpose, the effect of green product attitude of consumers on green purchasing intention, recycling and lean consumption behaviors was investigated in this study. In line with the purpose, data were collected from consumers residing in Ankara between May 2020 and December 2020 using a survey method. 572 consumers participated in the study. As a result of the structural equation model analysis used in the analysis of the scales, it was determined that the green product attitude positively affected the green purchase intention, recycling and lean consumption. Supporting the H1, H2 and H3 hypotheses examined in the study, the analysis results of other studies were compared and it was observed that the results were parallel.

Keywords

• Green product attitude
• green purchase intention
• recycling
• lean consumption

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